List building is not just an important part of building a successful business today – it’s foundational. It doesn’t matter whether the business is online or offline, brick-and-mortar or completely digital – it doesn’t matter. Every business needs to focus on list building to ensure they have an active and responsive audience. Ongoing list building ensures you can can keep your business going and can even provide indicators for future income over time.
You may have heard the common terminology for building your email list: opt-ins, freebies, or lead magnets are words you may have heard. In-content list building is simply putting the freebies within the content of your website. They can live on your blog posts, within cornerstone content, on your about page and elsewhere.
Let’s look at a few examples:
The best way to explain how this works is to give you a few examples of in-content opt-in offers that help build your list.
- Example #1: Your website is targets people on low-carb diets. You write and publish articles about multiple different types of low-carb diets and the reasoning behind each. Within the content, you can link to an opt-in offer that gives even more in-depth information about low-carb diets. You might offer a “low-carb diet starter kit.” The kit could include a 7-day menu, a shopping list, and recipes along with tips to stick to the diet.
- Example #2: An individual blog post that you publish is “How to Choose a Good Web Host.” Your opt-in offer could be an extensive comparison sheet of the various type of hosts, including pros, cons, costs, and ratings of how good their customer service is.
- Example #3: Your website is directed toward mothers who are homeschooling elementary age children. You write a blog post about teaching letters and numbers to your own children. There’s a link to your freebie embedded within the content of that blog post. The freebie could be coloring sheets with letters and numbers on them that your audience can download, print, and let their children color.
As you can see, there is still a freebie, opt-in, or lead magnet, it is simply presented in a new way instead of site-wide. It is included within the content the potential customer is reading at the time. The opt-in adds increased value by offering additional information to what the viewer is consuming at the moment. This makes it more likely they’ll sign up because they want that freebie because it’s so relevant to them right at that moment.
By having several in-content opt-in options you not only give more opportunities to get onto your email list, but you give different segments of your audience an even better reason to sign up. Because of how intensely targeted they are, in-content offers, make these types of list members more valuable and typically more responsive to your offers.
In-content list building is an effective way to ensure that your business keeps growing while you continue to add exceptional value using and reusing the content that you create for them. It may seem like a lot of work, but the truth is, it’s more effective than almost any other list building method and will build your list big and healthy if you keep in mind your audience as you create content and opt-ins for the content.
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